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Trends come and go at lightning speed, and keeping up can feel like a full-time job. One platform that consistently sways the trend curve is TikTok. With its rapid-fire content and an algorithm that seems to know what users want before they do, TikTok has become a hotbed for trends. This platform isn’t just for dance challenges and funny skits anymore; it’s a powerful marketing tool where brands and influencers can engage with audiences in a fun and authentic way. In this blog post, we’ll explore the current TikTok trends and provide insights into how brands and influencers leverage them to connect with their audience, increase visibility, and drive engagement.

2 things to expect on TikTok this year

According to TikTok, there are two types of content to look out for this year. 

TikTok as a hub of answers and discovery 

TikTok says that users are 1.8 times more likely to say the app introduces them to new topics they didn’t even know they liked. Compared with other social media platforms, TikTok has become a hub for those searching for answers, life hacks, and perspectives.

In this example, Gabriella provides a life hack for Christmas decor that gained more than 161.7K likes.

Importance of storytelling

TikTok is a space for creators to connect with others through sharing stories. After the length of posts was expanded to 30 minutes, users can now fit all that they want to say in one post, or create a series of much-longer videos. This has influenced users to share more personal content. 

In an example that captivated audiences in February, ReesaTeesa shared a 50-plus-part video series telling the story about how she says she married a pathological liar. The series went viral, earning Reesa millions of views and followers thanks to the compelling story.

Popular 2024 TikTok trends so far

As we delve into 2024, a few TikTok trends have already taken the platform by storm, captivating millions of users worldwide and offering unique opportunities for brands and influencers to engage with their audiences.

Buy this, not that

As some products have become increasingly more expensive, influencers have taken notice and have used their creativity to highlight more affordable brands and options for their followers. This trend has been booming as followers value the creators’ opinions and trust their “dupe” recommendations. Whether it be dupes for trendy items like the famous Anthropologie mirror or dupes of the hottest makeup products, creators have used the trend to share their product recommendations.  


$5.99 VS. $28.00 ✨ what do you think? Is the highend concealer worth the money? #affordablemakeup #affordablebeauty #makeupdupesforyou #makeupdupesoftiktok #makeupdupes2024

♬ Unwritten – Natasha Bedingfield

Mob wife aesthetic

The mob wife aesthetic has emerged in 2024 to replace the minimal “Clean Girl” makeup and style trends. Many beauty creators have already begun to switch up their “no makeup makeup” to more bold, intense looks, aka “mob wife makeup.” Style creators are embracing the “mob wife aesthetic,” which, according to Cosmopolitan, entails animal prints, bold jewelry, leather, faux fur and boots. 

Steve Madden worked with TV personality Drita D’Avanzo, who appeared on “Mob Wives,” to show how its shoes fit perfectly with the aesthetic.


Looking this good should be a crime. “This is not just a look, it’s a lifestyle.” - @Drita Davanzo #mobwife #mobwifeaesthetic #dritadavanzo #SteveMadden

♬ original sound - stevemadden

Creators like Sophie Hannah have posted tutorials of their bold makeup as part of brand collaborations.


MOB WIFE 💫 ad ✨ created using @Makeup Revolution brand icons & best sellers 👌🏼 All available from @Superdrug right now & don't miss out, as when you spend £10 you get a FREE Mousse Blush! Products used: Makeup Revolution Baking Powder Revolution Matte Fix Oil Control Setting Spray Makeup Revolution Lip Allure Soft Satin Lipstick Makeup Revolution Wispify False Lash Mascara Makeup Revolution Fluffy Brow Filter Duo Makeup Revolution Mousse Blusher Blossom Rose Pink #revolutionpartner #mobwife #mobwifemakeup #mobwifeaesthetic

♬ Dance You Outta My Head - Cat Janice

“All that work and what did it get me?”

Creators and brands use this sound to share situations in which the result was not worth the work. In this example from the airline airBaltic, a pilot laments that no one clapped when he landed the plane smoothly. 


like wasting a great outfit on a boring day 😔


Nev Schulman, who hosted the MTV show “Catfish,” about people pretending to be someone else online, shared a video in which he questions why he did that work if people now still ignore red flags.


I cant believe i’m still doing this either! #catfish


“What are you doing? Texting”

The “What are you doing? Texting?” trend on TikTok is a playful and humorous trend where creators act out scenarios where someone is caught off guard while using their phone. The person caught texting often responds with a funny or unexpected answer, leading to comedic and sometimes awkward situations. This trend is typically accompanied by a specific sound clip that includes the phrase “What are you doing? Texting?” and it has inspired a wide variety of creative interpretations. Note: The sound is originally from “The White Lotus.”

Kids food brand Little Spoon used the trend to connect with parents.

TikTok trends have a way of bringing brands and influencers together but also, enhancing the relationships with consumers and followers. These TikTok trends are just the beginning of how creators are infiltrating their creativity and support for brands into their new content. 


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